How Fashion Marketing Is Different To Other Marketing Industries

Fashion marketing is an exceptionally unique subsector of the marketing industry. Differing vastly from other marketing industries, there are many traits that set fashion apart, making it one of the most interesting, dynamic, and fun industries to be a part of. So, what makes fashion marketing different? Here we break down some of the key elements that allows fashion marketing to stand out amongst the crowd. 

What Really is Fashion Marketing?

To put it simply, fashion marketing is how the flow of fashion merchandise is managed. The goal is always to expand upon and maximise the sales of a fashion-based company, increasing its profitability. Fashion marketing at its core is fuels by the consumer. The desire to buy stems from the aesthetic nature of the industry. Fashion marketing uses a variety of tools including sales, tracking data, focus groups, and of course, media and social media coverage. 

The aim of a fashion marketer is t pinpoint the desires of the consumer through these, before creating the perfect campaign to entice them in. From wholesale and retail to ecommerce platforms, fashion marketing is a vast industry in itself with numerous avenues to attract potential clientele. Brand reputation is one of the main elemental factors within the fashion marketing sector. The stronger the brand and its position, the more likely they are to succeed. Brand recognition is established through reputation, diversity, quality of product and price.

How Fashion Marketers Operate

Fashion marketing is actually quite closely related to merchandising in many senses. Maximising profitability through the induction of customers through a wide variety of mediums allows fashion marketers to thrive. Selling these products in the right place, at the right time, is elemental to success. Whether it’s a lingerie campaign, accessories such as buttons or bespoke pin badges, or the finest looking outerwear, fashion marketing has an endless scope for potential. Combining profitable price margins, giving consumers certain discounts on overstocked products, and providing both digital and in-person platforms to display them gives fashion marketing that extra edge. 

It’s All in The Research

Within fashion marketing research, the way information is sourced, both primary and secondary, is key. Determining aspects such as annual spends on the niche in question, comparative research on digital and physical shoppers, spending forecasts and consumer triggers for shopping all come into play. 

By conducting research on a grand level, markets of fashion are able to establish or pinpoint trends, see quantitative and qualitative research results and find the best way to market their products to the consumer. Fashion marketing goes by the ethos of eyes first, heart second. The consumer will see a product first, so it must be appealing in an aesthetic sense, but the campaign should also incite some form of emotion within the consumer. Once this has been established, it makes selling fashion-based products a much easier process.With the consumer becoming emotionally invested through fashion marketing, this is the main element of how the industry is uniquely set aside from other sectors within marketing.